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Posted: October 18, 2012

Tourism BC launches 2012-13 ski marketing campaign

A new marketing campaign aimed at attracting long-haul vacationers to B.C. ski resorts hits the streets of Toronto Oct. 11.

As part of the North America ski campaign launch, Minister of Jobs, Tourism and Skills Training and Minister Responsible for Labour Pat Bell competed against Olympic Gold Medalist Ashleigh McIvor in a virtual ski race down a B.C. slope. The race, a motion-sensored video game, took place in a portable, glass-walled truck in downtown Toronto. Torontonians passing by were invited to participate. The winner from each head-to-head contest was presented with a one-day lift ticket to one of B.C.’s 13 ski resorts.

The minister also toured B.C.’s significant presence at the annual Toronto Ski, Snowboard and Travel Show. Twelve of B.C.’s 13 ski resorts are attending. This marks the first year that participants from B.C. have coordinated their efforts and are represented under common B.C. branding.

Targeting key markets of Ontario, California, and Washington, this year’s ski marketing campaign focuses on the abundance and quality of B.C. snow, with the theme of ‘Ski It To Believe It’.

Online banners connect potential visitors with a B.C. ski microsite: .

It showcases B.C.’s 13 ski resorts including special offers and snow  conditions. Visitors can sign up to receive an electronic version of the BC Ski Guide and enter a contest to win a $15,000 ultimate ski vacation.

The 2012-13 North America ski campaign was developed in collaboration with the Canada West Ski Areas Association (CWSAA), representing B.C.’s 13 ski resorts. Feedback from the industry has been positive on both the campaign and the collaborative process.

The campaign runs through March 2013 and has a budget of $1.55 million.

“Building a key economic driver like tourism – which provides jobs for one out of every 15 employees in this province, not to mention adding $13.4 billion in revenue to our economy last year – is part of ensuring jobs for B.C. families,” said Bell. “As a part of that commitment, we are proud to support one of B.C.’s most prominent tourism sectors – our world-renowned ski resorts. I am confident that this year’s marketing campaign will build on the success we’ve had in recent years.”

“Powder” Matt Mosteller, vice president, Resorts of the Canadian Rockies noted, “British Columbia has the biggest mountains, the deepest snow and the biggest variety of skiing terrain in the world. Period. We are proud to be working with Tourism BC to promote Canada’s premier ski experience.”

David Lynn, president and CEO Canada West Ski Areas Association said he’s pleased to see the province taking steps to promote tourism and the ski industry in B.C.

“Canada West Ski Areas Association is excited about its marketing partnership with Tourism BC. We are very appreciative of the fact that the provincial government is making a significant investment to promote B.C. ski resorts. We are confident that this program will drive tangible benefits for the B.C. ski industry and B.C. tourism generally,” he said.

For more information and to view campaign creative:


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